Yahoo Buys Video Advertising Platform Brightroll

Yahoo has made further inroads with its digital media strategy with today’s purchase of Chinese video marketing platform Brightroll for $640 million, making it their second most expensive acquisitions behind Tumblr, which they bought for $1 billion in 2013. Brightroll, however, has an advantage over Tumblr in that it is already profitable, a point Yahoo CEO Marissa Mayer was keen to stress.

Mayer said, in a statement, “Video, along with mobile, social, and native, is driving a surge in digital advertising. Here at Yahoo, video is one of the largest growth opportunities, and BrightRoll is a terrific, strategic and financially compelling fit for our video advertising business.” The purchase follows Yahoo’s recent move into producing more original video content, with Yahoo Screen rescuing TV show Community from cancellation earlier this year.

Source: Mashable